Olay is a premier skincare brand that traces its origins to South Africa in the year 1952. It was founded by a Unilever chemist from Durban, Graham Wulff, and is currently owned by the American brand Procter & Gamble. The Olay logo has gone through a few changes since its inception. The evolution of the logo reflects the brand’s journey from its original formulation as “Oil of Ulay” to its current status as a global leader in skincare products. This article explores the history and evolution of the Olay logo through its various iterations over the decades.
The Genesis of the Olay Logo (1952-1999)
The original Olay logo introduced in 1952 featured a shield design with an intricate roundel emblem having the face of a girl. This logo came in four variants based on the countries or geographic locations the products were introduced. Each variant prominently displayed the initial product name, “Oil of ULAN,” or its variants, “Oil of OLAY,” “Oil of OLAZ,” or “Oil of ULAY.” The design aimed to convey a sense of reliability and protection, and it aligned with the product’s purpose of moisturising and nourishing the skin.
(US, UK, and Ireland)
(France, Italy, the Netherlands, and Germany)
(Australia)
(formerly UK and Ireland)
(1999-2000)
In 1999, Olay underwent a significant rebranding effort. The logo was simplified to focus primarily on the name “OLAY” in large, bold, uppercase letters. And below the brand name appeared the wordmark “BEAUTY CLEANSER” in a smaller size. The previous shield design was removed, and in its place, the new logo adopted a more modern and streamlined aesthetic. This change marked a shift towards a more contemporary look that appealed to a broader audience.
(2000-2006)
The year 2000 saw another evolution in the Olay logo, where the roundel emblem reintroduced the silhouette of a “female face.” This change aimed to emphasise beauty and femininity and was perfectly aligned with the target consumers of Olay. The background shape of the previous logo was eliminated, and the woman’s face was allowed to take centre stage in conveying the brand’s identity. At the bottom of the logo appeared an arched streak in golden colour.
(2006-2010)
In 2006, Olay continued to refine its branding by experimenting with the typeface and positioning of its emblem. While it retained the female face within the roundel, adjustments were made to enhance legibility and visual appeal. In fact, the female face was moved to the bottom on the right, and it did not flaunt the colour black. Instead, the illustration of the female face was done using the bold and light shades of golden colour.
This iteration reflected ongoing efforts to keep pace with design trends while maintaining brand recognition. Here, the arched streak below the brand name was moved further to the right and away from the letter “Y.” Besides, the letter “O” was bigger compared to the rest of the letters. Further, the top and bottom ends of the letters “L,” “A,” and “Y” were curved and the crossbar of “A” was short.
(2010-2017)
By 2010, Olay had adopted a more minimalist approach with its logo design. The female face emblem was introduced in two independent variants and in a black-and-white colour scheme. Additionally, this version of the logo could be used without the emblem. Instead, it focused solely on the wordmark “Olay,” which further streamlined brand representation.
The top ends of the letters “L” and “Y” were curved, while the bottom end of the letter “Y” extended below the bottom line. The top end of the letter “L” was protruded above other letters, while the crossbar of the letter “A” with a curved end was rendered short.
(Chinese version)
(2017-Present)
The latest logo change occurred in 2017 when Olay modified its typeface once again. This iteration featured a horizontal bar below the word “Olay,” which enhanced its visual stability and modernity. Notably, only a single roundel emblem with a female face in black and white was retained.
The Elements of the Olay Logo
Font
The Olay logo has seen several font changes over the years as the company explored various typeface styles and spacing. Currently, it features a custom sans-serif font with smooth bar ends and well-balanced contours. The design resembles Sabler Tilting Ext Regular and Bodrum Sweet 14 Regular, with slight adjustments to the lines and edges.
Colour
The colour palette of the Olay logo has also evolved. In its earlier years, Olay frequently used gold and silver alongside the classic black and white contrast in its emblems.
Today, the logo has been streamlined to a simple black font on a white background. In some cases, this is inverted to a white font on a black background for specific product packaging. The black-and-white colour scheme is a perfect fit for beauty brands to symbolise sophistication, elegance, and purity.
Finally
The Olay logo evolution shows the growth and adaptation of the brand within the competitive skincare market. From its origins as “Oil of Ulay” to its current identity, each logo iteration has contributed to establishing Olay as a trusted name in beauty and skincare. The logo’s journey highlights changes in design trends as well as shifts in consumer perceptions and preferences over time.